“Is It a Machine Influencing Me?”

Abstract

Influencer marketing has been one of the most widely used applications in the field of marketing in recent years. This chapter examines how hyper-realistic influencers are used in the field of marketing communication and how they interact with users on social media platforms. Within the scope of this research, different hyper-realistic AI ınfluencers various advertising agencies have recently put forward and offered to the service of brands were identified and subjected to content analysis based on their follower numbers and interactions together with an analysis, from various perpecrives, of the way these AI-supported influencers present themselves and their social media posts. According to the results of the research, hyper-realistic AI influencers act with a specific purpose and structure their accounts in accordance with their followers' expectations. Ensuring consistency between the language they use and the tone of their posts, hyper-realistic AI influencers prioritize the need to establish a strong and dynamic communication with their followers as reflected by their posts.